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Merge 104.8 | 22 February 2026
In 2025, Amouage achieved the strongest performance in its 42-year history, with global estimated retail sales reaching $430 million, marking an exceptional +66% year-on-year growth and more than doubling sales over two years. Over the past five years, the House has consistently grown above 25% annually, significantly outperforming the global perfumery market.
Innovation and craftsmanship remained central to performance.
The Exceptional Extraits collection surged +157%, now accounting for over 25% of total sales, confirming strong demand for high-concentration luxury fragrances priced above $500.
The Odyssey Collection doubled in size and represents 35% of total sales, with key lines such as Guidance and Purpose delivering significant growth.
The Essences collection expanded globally, with Outlands rising +167%, supported by major retail installations.
The top seven fragrance lines now generate two-thirds of total sales, while the newly introduced luxury body collection grew +150%.
Amouage expanded selectively, opening or renovating 16 boutiques across Saudi Arabia, the UAE, China, South Korea, the US, the UK, and Italy.
E-commerce performance doubled year-on-year.
Travel Retail grew +94%, with standout results at Dubai International Airport, where Amouage became the fastest-growing fragrance brand.
Regional growth was strong: Europe +70% (Germany +132%), Americas +46%, and Asia-Pacific +23%.
All fragrances continue to be handcrafted at the Muscat Manufacture, which transitioned to renewable energy in 2025 with the installation of 160 solar panels. The House earned a Gold EcoVadis rating, ranking in the top 5% globally for sustainability performance.
As custodian of Wadi Dawkah, part of the UNESCO-listed Land of Frankincense, Amouage strengthened sustainable harvesting initiatives, earned FairWild certification, and expanded community and biodiversity programs.
Amouage reinforced its global cultural presence through collaborations and participation in major design and fragrance events. The House also joined the Aura Blockchain Consortium, linking over 3 million products to a Digital Product Passport to enhance transparency and traceability.
Looking ahead, Amouage will expand its Muscat Manufacture and headquarters, continue development of the Wadi Dawkah Visitor Centre and Frankincense Manufacture, grow its boutique network in key global capitals, further integrate technology, and expand its luxury body collection.
From Oman to nearly 100 countries worldwide, Amouage continues to demonstrate that craftsmanship-led High Perfumery can achieve both cultural depth and exceptional commercial success.
